VTMA's event organizers approached the team at PAKD with very few requirements and willingness to adapt their brand to convey their core message universally. The motivation that drove the festival founders was rooted in a desire to give back to the community. Leveraging this as our project cornerstone, we were able to convey the impact the local community's support has had on the line-up of artists they helped cultivate.
We began by identifying some key elements that spoke to the feeling the organizers wanted to portray, bringing into focus a unique aesthetic supported by a scalable, flexible design system.
Our focus was on distilling specific thematic aspects of Vermont into a series of illustrations, iconography, and identity lockup. Taking cues from Draplin Design Co., we landed on a thick-lined illustrative system targeting some of the most iconic Vermont features. We supported these core features with a pairing of semi-abstract icons that paid homage to the two main themes: music and arts.
We chose to run the gamut of ROYGBIV in our palette and brought in a chunky gothic serif wordmark with tight kerning to emphasize the impact of the system. The first annual festival had an overwhelming turnout, providing PAKD with the opportunity to scale the system for future festivals and serve broader audiences.